Showing posts with label olympics. Show all posts
Showing posts with label olympics. Show all posts

2.7.15

Olympic memories.

Mens sana in corpore sano

At a time when sports resonates in the media with bribery, scandals, big football transfers, and other big amounts of cash... It is critical to anchor ourselves in what sports are and should remain: a source of ecumenism, an ode to personal achievements and limits that are pushed always further by the human body and brain.

My older son is now almost six and as part of his school curriculum, he is exploring the origin of sports. What a better age and place to do so? He was only three when the Olympics hit London. Our town. Our sports. But he still has crystal clear images in his brain of that event, conscious that he took part in something unique, and that we expect to relive sooner rather than later, maybe in September with the Rugby World Cup.

London 2012 took place almost 3 years ago, and next summer the flame will ignite Brazil, and yet I cannot avoid watching these Olympic highlights without being moved to the tears. So here are my memories of a summer not so long ago...

Flashback on a backlash.

Flashback. I have a vivid memory of the exact moment. July 6, 2005. I am in a car and I cannot think of a better birthday present than hearing the IOC confirm that Paris would host the Games that it had been campaigning so hard for. The French capital, as much as the rest of the Hexagon, had dreamt of these 2012 Olympics which would put sports at the heart of the City Of Lights. Imagine that, athletes competing on the Champs de Mars with the Eiffel Tower as a backdrop… The radio is crackling. Singapore is far away. And then, the verdict. Paris did not manage to fully convince the committee and it's Chiswick running hero, Sebastian Coe, who bags yet another victory. Paris is bitter, London exhilarated. The city will host its third Olympic games. Unfortunately the joy would not last as the following day a terror attack tears apart London with a series of bombing. What if Paris had won?

London 2012 - Center of the world

A few months later, a career opportunity leads me to cross the Channel. As Paul Feval once wrote it, « if the Games are not coming to me, I will be coming to the Games ». Fast forward seven years, and here we are. System failure after system failure, the District Line has been renovated. East London has found a new dynamism with the influx of investments made to the Olympic Park. The Londoners have volunteered en mass. And finally the streets started to be populated with new styles. Forget the buttoned-up suits from the City, the Shoreditch hipsters or Camden's goths. For a full fortnight the trendiest outfit was track suits… designed by Stella McCartney, but still.

At the heart of the games

Some had fled the city for the Cotswolds - no appetite for them to share the city with a million of plebeian visitors. Personally, this was purely unconceivable. My parents had told me so many stories about the 1968 winter games in my home town of Grenoble, stories about Jean-Claude Killy or Marielle Goitschel, stories of how they were moved to the tears when they heard on loudspeakers the heart beat of the last flame bearer walking up the stairs to light up the cauldron. Bam-bam, bam-bam, bam-bam. I wanted to live on that very same rhythm. Bam-bam, bam-bam, bam-bam. I wanted to embrace fully the promise of the games, and today I am sharing some of these heart beats with my sons (and you at the same time) with the ambition that one day we may have the joy to resonate in unison. Bam-bam, bam-bam, bam-bam. Here is my recollection of the games, an open-hearted memory if you wish.

Olympics are memorable. We all have in a corner of our mind a moment or an image from one of these competitions. For instance, I clearly remember being stunned by French Judo hero and flag bearer David Douillet's pragmatism when he declared to journalists before the Sydney games that his games would be over on day #1 and that he was hoping to carry another gold medal on that opening day. Funny enough my first real life encounter with Olympians was on the very first morning of the games where I was to grasp the depth of this declaration. Bright and early, I had gone to the ExCel Arena, only a few hours after Her Majesty the Queen jumped in a parachute over London with James Bond by her side. My agenda was to watch a few judokas fight for glory on tatamis… Or, as my son best describes it, two people in pyjamas pushing each other.

Judo: hard sport, hard facts.

Imagine that a second: you step into the arena, bow to the referee and to your opponent who in a jiffy grabs your kimono and throws you to the ground. 4 seconds, and the Games are over. Literally swept under your feet. You have not even have taken part in the opening ceremony the night before because you wanted to be fully fit for your big day. I let you reflect on the distress that the competitors face in such a moment. "What matters is to take part" may be hard to swallow at that very moment. I was touched by the abyss that the athletes were facing, and even today I remember word for word what Team GB Euan Burton uncompromisingly declared after being beaten: "I cannot think of anything positive right now. I have the feeling to have failed myself. I failed my coaches and everyone with whom I trained. I failed my mom, my dad, my brother. I worked very hard for a quarter of a century to reach that point, so no, I don't think of anything positive to take away." All is said.

Ipanema-on-Thames

London 2012 - beachvolley arena

Just like the Parisians dreamt their games, the London Olympic committee had managed to present the competitions in that jewel box that London can be. As a sneak peek to what the Brazilian games may be in 2016, the Horseguard Parade square got enhanced with a gigantic sandbox for the Beach volleyball tournament. In spite of occasional showers, St James Park had never looked more like a seaside resort where a colourful crowd could cheer and dance on the instructions of a passionate commentator. This is also that the Modern Games.

It's coming home.

England is home to football. But if beach volleyball carries along the scents of Copacabana and its coconut trees, the Beautiful Game still smells nowadays like outdated sexism and machismo. I was therefore delighted to see Wembley, the temple of this local religion, filled with 80.000 enthusiasts cheering the sporting performances of the women football teams. That was a victory in itself.

London 2012 - The women football medallists

But it was topped by the privileged opportunity to stay in the stadium long after the last kick and to see the athletes walk around this mythic location with their medals around the neck. As the stewards were pulling down the nets and the spectators were exiting the arena, the US players walked the pitch one more time, to make the moment last just a little more. Tobin Heath, the pious, stood still, her arms outstretched, her eyes closed, as if she wanted to absorb every vibration.

La Marseillaise as a finale.

And since I speak about unforgettable moments, how could I skip the performance by the Experts? The French handball team, who had failed during the preceding European championships, were not ready to give up on their Olympic title. I had the honour to watch the final from the same stand as the players' family and other members of the French delegation. It was extremely moving to see their wives in tears as their husband were reaching the highest step of the podium… You could think that this is strange as if anyone should be used to victories and celebrations it would be them: this handball team has indeed been nick-named The Experts following their surgical double world champion titles, two European championships and two Olympic gold medals in just 6 years… This proves that one never really gets accustomed to glory. And to support my point even further, I witnessed this surreal scene when Renaud Lavillenie, himself Olympic champion of Pole Vaulting since the previous night, asking Jérôme Fernandez, the team skipper, for his autograph. Just like any other spectator... except that he received a little comment in return: « now it's your turn to get a second one! » (note: Renaud Lavillenie has since broken the world record a few times and is obviously tipped to fulfil that prophecy in Rio).
London 2012 - French handball supporter

As a French in London, my emotions reached their paramount on that last night of the Olympic fortnight. As I wrote it already on this blog, you may question sometimes your attachment to your home country, especially if like me you consider yourself as a citizen of the world, a privileged migrant. On that night the answer was unequivocal and can be checked with this little test: can you listen to this Marseillaise, sung by a whole stadium, without having a shiver in your back? I can't! This epidermal reaction is worth any pledge of allegiance:
In the end, I would say that during these Games, London has never been as welcoming and smiling. I was proud of MY town, of MY countries... I was proud to have been one of the many heart beats.

8.1.14

Olympic tears before the sweat.

The emotional tap.

The London 2012 Olympics are still a vivid memory. I totally embraced the spirit of the Games at that time, enjoyed every second of this international event and the drama that came along with it. Sports are a marvellous catalyst of emotions: joy, despair, achievement, anger, rage, sadness...

This myriad of shared feelings, concentrated in a short period of time, sublimes the actual sport performance to make it something bigger, larger, more universal. It triggers a response of communion between nations.

A marketing plea?

I am personally a cerebral machine that works on emotional fuel. This is why I have been working in advertising. I like to tell stories, engage people emotions. Too often though, and especially in the context of economical pressure, story telling is discarded to focus on transactional messages. "Don't charm, sell" seems to be the motto as if you could not use your charm and connivance to actually drive business relationship.

Of course you do have the big brands that are the trees hiding the forest. For the Nike, Apple and other Microsoft, how many other advertisers are forgetting to instil some emotions in their engagement with their customers? Some claim that brand building is not required for all brands, and that some brands do not require to create an emotional connection with their market. Commodity products spring to mind...

Who cares about toothpicks? I hear you say.
Can buying a USB stick ever give me butterflies in my tommy? Someone adds.

Well, I do think so... It just requires a little more efforts. In fact marketing commodities, like good B2B marketing, is about applying the same level of intransigence as for marketing high-involving products despite more limited resources and an easy path towards complacency. 

Paris-based creative hot shop Buzzman did an amazing job with their Hunter Shoots a Bear interactive video to encourage people to make use of Tippex. And look at what Procter & Gamble has done with the following commercial. It does not sell diapers, wipes, detergent... It sells emotions! And smartly announces their corporate tie-in with the upcoming Sochi Winter Olympics that surely will be heavily used in shops to drive product usage and adoption. Smart. And efficient.

Enjoy!


4.1.13

Olympic enlightenment for 2013

It is that time of the year when one looks forward with good resolutions, and backward with wisdom, a sense of fulfilment, or possibly a tad of shame because that same person realises that this year's resolutions looks a little bit too similar to last year's... When I personally look back at 2012, two events stand out: my son's first badge of honour as a 2-year old skier (he just grabbed a couple more by the way), and the Olympics in London.

I will not dwell on the earlier as paternal pride is self-explanatory, let alone for a mountain dweller... But I wanted to come backs on the Olympics, from a different angle than the one I originally adopted at their completion. This time around I want to look at two of their most iconic symbols: the rings and the flame.

Circles of excellence.

If the Olympic flag with its interlocked rings is a universal iconography, I was amazed that many ignore its symbol. Five rings, five colours, represent the five continents interwoven in unison and parity. Oceania is obviously blue, the old industrial Europe was granted the coal-like black, the Americas were attributed the red, sun-drenched Africa is yellow and Asia green.

Stretching that basic concept, graphic designer Gustavo Sousa worked from statistical data to produce a series of infographics that followed the same legend. It was soon to be realised that Baron de Coubertin's idea of five egalitarian continents is not viable outside the sport fields.

For instance:
Source: Fubiz, more of these infographics here

Unity in a melting pot.

The Olympic flame travels from Greece and comes to light up a cauldron in a spectacular manner and to burn through the fortnight as a testament of the passion that unites the participants. People usually recall the torch or potentially how it was lit. In Barcelona for instance, an archer shot an arrow to ignite the furnace. In Grenoble, back in 1968, a microphone was stuck on the chest of the Olympian who ran up an endless flight of stairs with the torch in hand, letting everyone hear his heartbeat pounding at a tremendous pace... But who actually remembers the cauldron. No one. Once the games are over cities are left with a metal disc that is prone to catch the rain and rust... But not London's.

Thomas Heatherwick was given a simple mandate: make it static... He ignored the brief and went back to the symbol to create a memorable cauldron that actually meant something. 204 copper petals, one for each competing nation, were gathered along the opening ceremony on long pipes before being lit up, and at the climax of the night, each individual flame converged to create a single, united fire.
image source: LOCOG

I like that design because it is memorable, beautiful and more importantly meaningful. The medium becomes the message...

With that last thought on people differences and the ability to bring them together in unison, I very much look forward to 2013 for further enlightenment. Happy new year to you, reader of these lines. 

18.8.12

The Saturday Shot #25: carrying on, and on, and on...

London 2012 - Keep calm and carry on
For this week Saturday Shot, I had to go back one more time to these unique scenes caught during the London 2012 Olympics. After all, the games were the reasons why I have been unable to fulfil my weekly social contributions.

I had brilliant times about which I wrote on this other blog (in French). And frankly speaking I wished that fortnight would carry on for a bit longer. Not only for the sporting performances, as with the Euro, Wimbledon, Le Tour de France, we have been blessed this summer... No, I simply think that during these two weeks, London and the rest of the world has been smilling a bit more than usual.

Since I always accompany my saturday pictures with a quote, I had to refer to the genitor of the modern Olympics:

"May joy and good fellowship reign, and in this manner, may the Olympic Torch pursue its way through ages, increasing friendly understanding among nations, for the good of a humanity always more enthusiastic, more courageous and more pure." Pierre de Coubertin (1863-1937)

13.8.12

Marseillaise

Anniversary.

This summer marked my sixth year on the British soil. An anniversary which also means that I have now lived longer in the British capital than in Paris for instance. During that time I got accustomed to the local rhythm, the indigenous habits, the cultural disparities... I have blended in. This is quite an ambivalent feeling as Brits and French are traditionally referred to as what one could call frenemies, i.e. the worst friends and the best enemies. I wrote quite a few articles about this Entente Cordiale that unites both nations, but being right in the middle of it is an awkward situation.

Although I am not British, I feel sometimes so and this city is like home. So no wonder that during the Olympics I waved and cheered at team GB, that I carried a Union Jack in my backpack... I got lucky and could attend quite a few events in the end. The lottery granted us only some tickets for a men volleyball semi-final, but perseverance and tenacity (let alone networking and generous friends) opened a few more doors. At these events, we were there as French nationals, as Londoners, as sport supporters.

Moment of truth.

But at a time when nations drop their weapons and random quarrels to support their Olympian troops, you are supposed to choose sides. I felt like a child in the middle of a divorce case. I love both mummy and daddy. I value Churchill and De Gaulle. I want the goldfish and its bowl. I want weekdays and weekends... I wanted to support blue, white and red, no mater whether these colours are laid out in crosses or in tiers.

And I thought so. I thought that almost like a bi-national I had today both nations ingrained in my soul on parity. But it was not the case... It took me a minute to realise it. Well, two half-times of 30 minutes each and 1 minute to raise a flag an that was it. Goose bump, spinal shivers, a tear in the eye... But who would not when hearing this:

France retains its Olympic title by beating Sweden in handball final

La Marseillaise

France national anthem, La Marseillaise, was written and composed by Claude Joseph Rouget de Lisle in 1792. The French National Convention adopted it as the Republic's anthem in 1795. The name of the song is due to first being sung on the streets by volunteers from Marseille but was soon adopted by the revolutionary armies which put an end to the French monarchy and dropped the seed of the Republic.
This song is a war song, a march that galvanise soldiers and unite them behind a cause... During the 1992 winter Olympic games in Albertville, a young, pure, white-dressed girl sung a capella this anthem in front of millions during the opening ceremony, and many only then realised how violent the lyrics could sound...
La Marseillaise (most commonly sung extract. Source: Wikipedia)


French lyricsEnglish translation
Allons enfants de la Patrie,Arise, children of the Fatherland,
Le jour de gloire est arrivé !The day of glory has arrived!
Contre nous de la tyrannie,Against us tyranny
L'étendard sanglant est levé, (bis)Raises its bloody banner (repeat)
Entendez-vous dans les campagnesDo you hear, in the countryside,
Mugir ces féroces soldats ?The roar of those ferocious soldiers?
Ils viennent jusque dans vos brasThey're coming right into your arms
Égorger vos fils, vos compagnes !To cut the throats of your sons and women!
Aux armes, citoyens,To arms, citizens,
Formez vos bataillons,Form your battalions,
Marchons, marchons !Let's march, let's march!
Qu'un sang impurLet an impure blood
Abreuve nos sillons !Water our furrows!



This anthem sung in the handball arena, the box that rocks as the British journalists nicknamed it, swept any doubt that no matter happens and how long I will stay away from my homeland, at core I will remain French. An interesting realisation amidst athletic performances which contrasts a lot with some conversations I have had with US immigrants who had decided to embrace the US Constitution and rejected their origins by doing so. Unfathomable for me. Now.

Enjoy a selection of pictures from my Olympics: